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Beer business keeps hopping in Knoxville

When Marty Velas left California to move to Knoxville, his West Coast friends questioned the decision. But he was excited to undertake his new job as developer of a craft beer brewing facility for the Copper Cellar Corp. — one of the first such in the area.

Twenty years later, Knoxville has approximately 10 breweries in operation, with more set to open.

'With tongue in cheek, I would tell my friends I was coming to Knoxville to do missionary work for the craft brewing industry. As it turns out that was true, and I am over the moon to see how it has grown,' Velas said.

He's too modest to acknowledge the role he has played in the growth of the local brewing scene, but his position as co-director of the professional brewing science certification program for South College testifies to that investment.

When he left Copper Cellar Corp. after 19 years of service, he chose to stay here and open his own brewing facility, Fanatic Brewing.

'Marty Velas is the godfather of craft beer in East Tennessee. He did this first, and if it wasn't for him we wouldn't have what we have today,' Zack Roskop said.

As the owner of Knoxville Brew Tours, Roskop's livelihood depends on the success of the city's breweries. He said festivals such as this weekend's Brewhibition — along with BrewFest, Brewers Jam, Winter Beer Fest and others — are important to the brewing industry by bringing beer lovers into town.

He also mentioned Matt McMillan as a force behind the growth of the local beer festivals. McMillan started BrewFest, one of the first beer festivals in Knoxville, and will soon open his own business, Hexagon Brewery.

'These festivals attract tourists, and the more tourists who come to Tennessee the better for all of our businesses, including mine,' Roskop said.

Rob Shomaker and Don Kline are the creators of the Knox Beer Snobs (www.knoxbeer snobs.com) blog. It began as a way to keep track of the tasting notes on beers they bought from other states. The pair still pen beer reviews, but they also keep track of special beer events happening in the state.

'We have more beer available to us in terms of selection, and not just brands, than we have ever had. It's an exciting time to be a craft beer fan in Tennessee,' Shomaker said.

Shomaker serves on the board of directors for the Tennessee Winter Beer Festival and Hops for Hope, a fundraiser for the Blount County Children's Advocacy Center, which is scheduled May 6 at the Lily Barn in Townsend.

He said beer festivals used to be a way for goers to see how fast they could consume alcohol, but that's no longer the case.

'It's interesting to see how the festival scene has grown and evolved and how people have gotten creative in terms of their approach to forming unique experiences for the patrons and for the brewers. It's great to see that transformation,' he said.

It's also fair to mention the city of Knoxville's role in the growth of the beer industry.

Patricia Robledo, the city's business liaison, said there were a few hurdles to get over, including inspectors having to learn about the various craft brewery equipment, but once that was resolved, it opened the door to more growth.

'I think the good part is that the city is very supportive of entrepreneurs and new business models of all shapes and sizes. We are a progressive city that can evolve and adapt to new business models,' she said.

Velas said he's grateful for the city's support of local breweries and the festivals.

'They have come to the realization that it's a positive influence on the community and promotes responsible consumption,' he said. 'Beer is a convivial beverage. I'm a firm believer in that. It brings people together and gets them to pause for a while and chat without looking to get loopy. You don't throw it back. It's something to savor and approach with more thoughtfulness than just an alcohol delivery system.'

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